Sample Sustainable Tourism Policies in New Zealand
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New Zealand Tourism
New Zealand is considered as one of the top holiday destination in the world. As a matter of fact, in 2008 New Zealand received different awards including the most favorite destination by the readers of the magazine Condé Nast Traveler, and gained 2nd place the next year. In 2002, the international tourists to the country had reached a record of 2.045 million, showing an increase of 73.7% in 10 years time. As a result, on average, the growth rate for the international tourism shows 6 – 8% growth rate, this is even though the country showed slight decrease in tourism numbers between 1997 and 1998 (-2.0 and -0.8%) because of Asian financial crisis (Cooper & Hall 2005). As a whole, the growth of the international arrival in 2008 in the country had mellowed in 2008 due to the global financial crisis which resulted to fewer tourists to New Zealand, particularly those from the US and the UK. Aside from that, the secondary markets of the country which include Japan, Taiwan and Singapore have displayed waning interest with the lower tourism expenditure per tourist. On the other hand, the performance of the tourism of the country was balanced by the propped up by tourists coming from China and Canada, which helped to create a much needed revitalizing surge to the tourism industry of the country in the middle of the considerable market pessimism (Euromonitor 2009).
This paper will analyze the performance of the organizations and partnerships that are involved in the implementation of different tourism policies and their success in moving towards the sustainability of New Zealand.
Tourism Organizations In New Zealand
Tourism is shaped by, and closely connected to, the environment, culture and society of New Zealand. All of the New Zealanders are part of the tourism sector, whether they are travelling away from home, hosting guests or just simply giving directions to someone in the street. Aside from that, tourism affects all the communities in direct and indirectly manner, which involves a huge range of business from accountants and builders to hotels and supermarket workers.
Based on this, the country had been able to showed different organizations that are connected with its projects in the tourism industry. The New Zealand Tourism Strategy 2015 was launched in order to enable the tourism to be the leading contributor to a sustainable economy of the country. As with the development of the strategy, the New Zealand Tourism Strategy 2015 has been combined effort between the private sector and government. It has been informed by extensive consultation with the industry groups, local government and interest groups. The three important groups working together in the tourism of the country are Ministry of Tourism, Tourism Industry Association New Zealand and Tourism New Zealand (NZ Tourism Strategy 2009).
The Ministry of Tourism focuses on maximizing the benefits to New Zealand from sustainable development of the tourism industry. It offers tourism policy advice to the Ministry of Tourism, works with other government departments on primary tourism policy issues and offer tourism research and statistics to the government and industry (Ministry of Tourism 2008). On the other hand, the Tourism New Zealand is a Crown Entity that was established under the New Zealand Tourism Board Act 1991. The said organization focuses on ensuring that the country is marketed internationally as a visitor destination to improve the long term benefits for the country. Thus, Tourism New Zealand is an international marketing agency that is responsible for marketing the destination in the country in different part of the globe (Tourism New Zealand n.d.). Furthermore, the Tourism Industry Association New Zealand is the largest representative body of tourism operators in New Zealand. It is a membership-based and private sector trade organization with about 1700 members who collectively make up 85% of the tourism turnover of the country (Tourism Industry Association 2009). All of the said three organizations are working together in order to come up with the different decisions and activities that will help to establish and market the tourism of New Zealand in the world by focusing on the different individuals, companies and firms that are involved in the industry, particularly those sectors that will help to improve the relationship of the country and the visitors.
Aside from that, this partnership enables the tourism industry of the country to focus on the different important entities in the tourism industry, at the same time saving time and effort in handling their needs and demands in order to improve the industry. Aside from that, this partnership enables the country to focus on the different aspects of the country that are directly and indirectly related with the country including social and environmental factors. The country had been able to focus on the positive influence of the tourism on local communities and the impact of reevaluating the importance of the culture as well as traditions, which enables not only the inhabitants of New Zealand but also educate the world. In connection with the environment, these three organizations mainly focused on the most important characteristics of the country, which is the greenness and cleanliness of the different places in the country. As the Department of Conservation controls the environmental sites the beauty of creation becomes accessible to overseas visitors. As have mentioned in the first part of the paper, these organizations were successful which can be seen on the positive reports in foreign magazines about New Zealand (Scribd n.d.).
One of the problem that can be seen in the relationship of these organizations is the fact that because the tourism industry of the country mainly focus on the greenness and natural beauty of the country. Different tourism organizations in the country lost their focuses on another important aspect that influence the satisfaction of the visitors, which is technology. These organizations, particularly the Tourism Industry Association failed to focus on the different technological factors that must be considered which will focus on the different entities and firms or members of the organization. This aspect is very important, particularly because of the fact that one of the major changes in the global tourism in the business travel, where in different technologies including the Internet and other related resources are important in order to attract those types of visitors. In connection, compare with the city of Hong Kong, where in the department of transportation is directly connected with the tourism industry, New Zealand did not include the tourism department in the different marketing and management effort of the tourism industry. This is vital because the availability of the different transportation including the location and positioning of the different types and classes of transportation mode are significant for the visitors. Based on this, it is important for these three primary tourism organizations to pertain on the aspects that are related with transportation, and must include the advantages of the country in terms of technology and transportation in the different marketing activities.
Preservation of Heritage and the Environment
One of the important objectives of the organizations in the tourism industry in New Zealand is to takes a leading role in protecting and enhancing the environment. The country focused on this, because the goals of New Zealand tourism will only be realized if we can ensure continued profitability for those that are involved, and secure the investment that is required in order to continue upgrading products. One of the important activities and programs implemented in the country is the implementation of the New Zealand Emissions Trading Scheme, which helped to encourage the different sectors in the economy of the country including the different tourism businesses to find a smart and efficient ways to cut back their emissions. This enables the country to focus on the most important asset of the country in the tourism, which is the environment, the primary reason why New Zealand is a popular destination. However, the country, particularly organizations that are related in the tourism industry is lacking its focus towards the individual consumptions and livings of the citizens of the country. This is vital because the discipline of the citizens in the country can help the entire tourism industry with the help of the different tourism organizations to focus on the cleanliness of the country.
Another important factor to consider is the fact that the tourists that are visiting can cause disadvantage to the culture and heritage of the country. The fact that inviting overseas visitors will contribute to the loss of the cultural heritage, for instance, allowing the tourists in different protected indigenous forestry and the influence of the national values as making money becomes a moral standard (Scribd n.d.). Therefore, based on this, it is important for the country and the different tourism organizations to focus not only on the physical characteristics and conditions of the different tourists spots in the country, but must also focus on the different emotional, social and cultural aspect of tourism. The company must focus not only on protecting the forestry and other popular landscapes in the country, but must also focus on the different cultural and emotional situations of the indigenous people.
Based on the different factors analyzed, as well as the performance of the New Zealand tourism presented in the paper, it shows that the country, together with the different tourism organizations implementing different projects and programs in order to market and manage the tourism of the country, had been successful in managing and marketing its tourism industry in the world. This is primarily because of the different economic, social as well as technological factors that have been considered by the country, particularly those that are pertaining on how to attract the attention of the visitors from different countries. However, like what have mentioned in this paper, there are still different aspects of the tourism industry of the country that must be considered in order to maintain its performance. It is important to focus on the value and the ongoing sustainability of the industry by pertaining on the satisfaction of the visitor, spending of the visitor as well as seasonability. It also includes the different influence of the events and situations in the environment, together with the community that will help in order to make the tourism of the country the best in the world.
Cooper, C & Hall, C M 2005, Oceania: A Tourism Handbook, Channel View Publications
Euromonitor 2007, Travel and Tourism in New Zealand, http://www.euromonitor.com/Travel_And_Tourism_in_New_Zealand [Accessed 17 November 2009]
Ministry of Tourism 2008, Who Are We and What We Do, http://www.nztourismstrategy.com/ [Accessed 17 November 2009]
NZ Tourism Strategy 2009, Welcome to the New Zealand Tourism Strategy 2015 Website, http://www.nztourismstrategy.com/ [Accessed 17 November 2009]
Scribd, The Discipline of Tourism and New Zealand: Gatekeeper of the Advantages, http://www.scribd.com/doc/7004537/Advantages-of-Tourism-for-New-Zealand [Accessed 17 November 2009]
Tourism Industry Association New Zealand 2009, About TIA, http://www.tianz.org.nz/main/our-goals/ [Accessed 17 November 2009]
Tourism New Zealand, Corporate View, http://www.tourismnewzealand.com/tourism_info/about-us/corporate-overview/corporate-overview_home.cfm [Accessed 17 November 2009]